How Is Gen Z Changing the Landscape of Marketing?
Millennials have been the primary marketing target for most companies for quite some time, but their time in the marketing spotlight seems to be dwindling, as a new generation takes over: Gen Z, and they are here to shake up the marketing world, big-time.
Members of the Gen-Z generation grew up amid the latest modern tech which has evolved quickly under their observant eyes. Therefore, how things are market to them, whether it be food or technological products, must be completely overhauled.
Who Is Who?
Every generation is attributed to several characteristics shaped by the times and major historical events that have shaped their most impressionable years. Baby boomers, for instance, lived through the war in Vietnam and endured the trying times of the political helms induced by the Watergate scandal.
Generation X came next, witnessing a seismic shift in global policy with the fall of the Berlin Wall which marked an end to the multi-decade Cold War era. They were also the generation that witnessed the rise and infusion of the internet into popular culture. Millennials were the subsequent generation, having lived through the horrors of 9/11 and the Afghanistan and Iraq wars that followed shortly after.
Those born after 1996 are generally regarded as kicking off the new generation: Gen Z. Growing up through some of the most turbulent times experienced by the world and faced with the responsibility of struggling with future woes like climate change, this generation had its views shaped and their characters built to be strong individuals who set themselves apart with their own opinions and perspective on the goings-on of the world.
They also grew up right alongside technology which has introduced them to social media, a common and acceptable norm in their life. It is also a large part of how they can broadcast their voices out with ease.
The Gen Z Influence
The social media aspect is a key component for generation Z marketers to understand when it comes to promoting their products to Gen Z. With their technological nativism, Gen Z can be arguably considered the most informed generation. They are armed with smart devices that, within seconds, inform them of the pros and cons of anything they are considering, and offer loads of reviews.
Their absorption of information precedes almost any new experience, which means they are hard to catch off guard. The reason they know things so quickly is due to the presence of social media that allows people to rapidly share their opinions and experiences, leaving Gen Z knowing what to expect and what they are getting into.
Whereas former generations may have redefined quality as having a durable, effective product or reliable service, Gen Z expects more than just that, and in fact, they expect both things to be optimal if they are to advise others to engage with the product’s brand. This is important to know if you are doing generation z marketing.
That means that marketers who can sell Gen Z have effectively proven to them that both the product and the experience are quality. A well-informed group of consumers will only be interested in a well-reputed product or service. In a sense, Gen Z keeps marketers honest.
The Gen Z Mentality
The Gen Z generation is not only known for their savviness in terms of being informed consumers, they also force brands to improve. The DIY (do-it-yourself) mentality pushes Gen Z’ers to work with and generate push along with products and brands that they consider to be worthwhile. They are never shy about sharing their opinions, making them exceptional perceptive and honest reviewers. In doing so, they form a type of collaborative effort with brands and by offering their honest feedback, help them acquire insights that can then be leveraged to improve quality.
Gen Z is also a prime marketing partner. The FOMO (fear of missing out) factor is very strong, so they are happy to not only jump on the latest and greatest aspect in almost any niche, they are exceptionally willing to adopt and set the newest and rising trends. Neither are they shy about sharing their experiences with friends, recommending products to them.
For these reasons, marketers need to accept the willful assistance of Gen Z-ers, absorbing their input and critique, and working to make their product better. After all, for the next few decades, Gen Z will be the generation that marketers will need to cater most of their products to.
Nature of Advertising
The idea of big celebrities selling products has become an outdated model of advertising, especially when it comes to Gen Z consumers who put much more stock in the opinions and reviews for micro-influencers (niche-focused social media personalities with a typical following of between a thousand and a hundred thousand people), than big-name actors who “endorse” products.
Unlike celebrities who view their advertising promotions as just another payday, micro-influencers try, study, and believe in the products that they are promoting. Unlike a short ad that throws some niceties at a brand name, micro-influencers have changed the nature of advertising by focusing on providing loads of information about brands they advertise and put their reputation as collateral.
Because micro-influencers provide so much detail and content about products, Gen Z views them as genuine and authentic. They are also not out of reach. No one will be able to reach out to a celebrity to talk about a product they saw them promote in an ad, but micro-influencers, some of whom toy with celebrity status themselves, are still reachable and accessible to their followers. Being able to connect on a personal level and get more questions answered about their products means that Gen Z consumers have a deeper rooted connection to the brands and the products they offer.
Taking It Easy
Another attribute of the Gen Z generation is the desire to spend their time more efficiently. Gen Z is busier than any generation prior, so they seek out the simplest routes to the highest quality results attainable in many aspects of life.
Take the food space for example. Gen Z looks for meals that are simple, healthy, delicious, and quick to prepare. Because full meals take more effort and time to put together, Gen Z often prefers to snack periodically throughout the day rather than consume the traditional three-square meals per day.
The noted health aspect is also vital. As noted earlier, Gen Zers are far better informed than many prior generations, so they understand the benefits of healthy nutrition. For that reason simplicity in meal prep is not sufficient for them, it must be viable from a nutritious perspective as well, loaded with health-promoting attributes.
Adapting to new generations is nothing new to the marketing world, but Gen Z has raised the stakes. Not only is this generation on top of their information game, they expect customization of products they purchase to their needs, solutions to make life’s more challenging problems that promote simplicity, and demand gratification that is quite near-instant. This is all on top of being a generation whose tastes and views are constantly evolving, especially with easy access to the internet and the far reach of social media to help along the way.
Our experts implemented many projects for Gen Z public and know how to get the right message to this audience in a way that generates the biggest impact. If you are interested in learning more about generation z marketing, pease reach out.
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